Primarily catering to the design trade industry, the Design Center at The Merchandise Mart opened to the consumer market in 2011 to drive traffic to their high-end residential furniture showrooms, occupying 5 floors of The Merchandise Mart. The shift required a rebrand with consumer-focused messaging and visual campaign. Another challenge was integrating all the sub-brands, into one cohesive voice. This was important to make an impact with limited media resources and to effectively clarify the accessibility and services available at the Design Center. Sub-brands include, Design Chicago, Designer Portfolios, and DreamHome.